COGNITIVE MARKETING RESEARCH ON BIOFEEDBACK BASIS FOR ENHANCING STUDENTS' SKILLS

The article examines the issues of the cognitive approach to marketing activities for academics, educational practitioners and marketers. Considered within the framework of cognitive marketing at the university, emerging research techniques include the biofeedback which enables to define audience's attention, students' engagement, evaluate the efficiency of teaching materials, and offers a more thorough understanding of the learning process. On the basis of non-linear marketing research, it is possible to rethink traditional marketing approaches and to provide useful developmental threads for tailoring other elements of the marketing mix, such as the educational process, people and physical enviromnent at the university. The present paper identifies opportunities and challenges of the non-linear cognitive marketing research application for educational purposes. Several studies on biofeedback basis were carried out so that to find the influence of an educator. of active learning methods and the educational material presentation on the students' mental state. The CMS (Current Mental State) technique in the form of a hardware-software biofeedback complex was utilized to obtain an unbiased evaluation of the students' emotional and mental state and well-being. The result of this quantitative research was a set of parameters displaying the current mental state of the participants and showing the students' reaction to the learning material and environment. The practical significance of the CMS study is to broaden marketing research scope for educational purposes and to equip educational practitioners and marketers with the better insight in the issues of cognitive marketing activities at the university. (C) 2019 Published by Future Academy www.FutureAcademy.org .UK